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Sportswear giant Nike named sporting world’s most marketed brands in social media

Global sportswear company tops SportsPro’s inaugural list of World’s 50 Most Marketed Brands powered by Hookit

5 October 2020 SportsPro
  • Global sportswear company tops SportsPro’s inaugural list of World’s 50 Most Marketed Brands powered by Hookit
  • Emirates Airlines, Adidas, Monster Energy and Red Bull complete top five
  • Brands ranked according to Hookit’s SportGraph™ and computer vision technology

Sportswear giant Nike has been ranked as the most marketed brand in international sport according to SportsPro’s inaugural list of the World’s 50 Most Marketed Brands powered by Hookit.

The Oregon, USA-based company, which has over 11,000 athletes and sports organisations promoting its brand worldwide, was found to have received the most value of any entity invested in sports sponsorship, coming in ahead of Emirates Airlines, Adidas, Monster Energy and Red Bull.

Hookit’s proprietary methodology for assessing sponsorship value is built upon its SportGraph™ and computer vision technology, which tracks the social activity of every major professional athlete, team and league, totalling over 500,000 accounts. To arrive at the total value received by each brand, Hookit examines two key metrics – potential value and promotion quality – which are multiplied together to determine a discounted Adjusted Ad Value (AAV).

For the World’s 50 Most Marketed Brands, all social and digital posts from professional athletes, teams and leagues between 1st August 2019 and 1st August 2020 were examined for brand promotion. Over 25,000 sports organisations and athletes posted during this period, promoting more than 7,000 brands across platforms including Facebook, Instagram, TikTok, Twitch, Twitter, VK, Weibo and YouTube.

Now in its 11th year, SportsPro’s 50MM platform enables sports marketers to make sponsorship decisions more quickly and intelligently than ever by objectively assessing where true value lies in sports marketing through the application of in-depth data analysis, social media monitoring, and consumer insights.

Focused on athletes only since their inception in 2010, the global rankings have been expanded for the first time to include top 50 lists for brands and properties, including leagues, teams, governing bodies and major events across the globe.

The inaugural list of the World’s 50 Most Marketed Brands powered by Hookit has been released in full today via a dedicated 50MM content hub containing interactive tables and graphics, individual commercial profiles, features, podcasts and more. The World’s 50 Most Marketable Athletes powered by Nielsen is also available via the hub, while the World’s 50 Most Marketable Properties powered by SponsorPulse will be released on Monday 12th October.

“Supported by three of the world's leading social media analytics companies, our newly expanded 50MM platform and dedicated content hub paints the most complete picture yet of where value lies in sports marketing – across athletes, brands and properties,” said Michael Long, SportsPro’s Editorial Director.

“With marketing budgets being tightened in the wake of the coronavirus pandemic, spending on sports sponsorship is being more scrutinised than ever. Now, with the richer data sets and deeper insights provided by this year’s 50MM rankings, marketers working across all sports can easily identify where the real value lies in order to justify their spending decisions and maximise return on investment.”

“Where sponsorship value has traditionally gone unmeasured by brands, Hookit provides the data and insights to empower sports marketers to know where they are getting actual value for their investment, which partners are performing and where there are opportunities for growth within their portfolio,” said Scott Tilton, Co-Founder and Chief Executive of Hookit.

“Brands on this list understand that social and digital promotion has become a core pillar to their sponsorship strategies and are building these activations in as key elements in their sponsorship agreements. We expect to see this emphasis on digital promotion continue to grow due to the impact of the coronavirus and the ability of sports partners to directly influence their value to sponsors through their massive social channels.”

To view the full list of the World’s 50 Most Marketed Brands powered by Hookit, head over to SportsPro’s dedicated 50MM content hub at www.sportspro50mm.com. Join in the conversation using the hashtag #SP50MM.

World’s 50 Most Marketed Brands powered by Hookit – the top ten:

  1. Nike
  2. Emirates Airlines
  3. Adidas
  4. Monster Energy
  5. Red Bull
  6. State Farm
  7. Santander
  8. Standard Chartered
  9. Puma
  10. Beko

About Hookit

As a pioneer in the Spontech space and strategic partner of the world’s largest brands, Hookit’s credibility and passion to support brands is everything. The best CMOs & sports marketing executives realize that social media is now central to maximizing the value of sponsorship marketing spend. Hookit empowers marketers to impact the bottom line by measuring sponsorship spend and partnerships against a standardized set of KPIs. We combine real-time dashboards with insights and recommendations that can be leveraged across your organization to positively impact your sponsorship strategy and results. To learn more, visit www.hookit.com.